TALCHA by A10 for Talcha

TALCHA

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Brazil
Agency A10
Designer Bruna Pio Rigato, Alexandra Fujimori, Fernanda Barbarini, Daniela Fahur
Released June 2010

Credits & Description

Category: Consumer Products
Advertiser: TALCHA
Product/Service: TALCHA TEA
Agency: A10
Date of First Appearance: Jun 26 2010
Entrant Company: A10, Sao Paulo, BRAZIL
Creative Director & Partner: Margot Doi Takeda (A10)
Creative Director & Partner: Alex Sugai (A10)
Marketing: Alexandrina Occhiuzzi (A10)
Designer: Alexandra Fujimori
Designer: Fernanda Barbarini (A10)
Designer: Bruna Pio Rigato (A10)
Designer: Daniela Fahur (A10)
Graphic Producer: Valéria Ricardo (A10)
Media placement: Small Tubes Kit - Talcha Store - 22 June 2010
Media placement: Kit Booklets - Talcha Store - 22 June 2010
Media placement: Kit Tea Cans - Talcha Store - 22 June 2010
Media placement: Talcha Shopping Bags - Talcha Store - 22 June 2010

Describe the brief from the client
Create from scratch a visual identity for a new brand of tea in order to differentiate it from the players already on the market and trying to arouse interest of the public for a market that still not known in Brazil.

Describe the challenges and key objectives
To arouse the curiosity and attract the Brazilian public to the world of tea - a drink that is not part of the culture of this country.

Describe how you arrived at the final design
To stimulate interest in this market, which is largely undeveloped in this country, the design office explored vibrant colours (each colour relates to a family of teas) and elements from the diverse world of this drink.
Created packaging that stimulates the five senses, as well as building a verbal identity that generates curiosity and also informs. From the packaging format to the history of tea, the consumer is totally steeped in the atmosphere, culture and benefits of the drink. This brand identity is used in various materials, including gift packaging, taster packaging, booklet, invitations, store, bags and other points of contact of the brand that generate a unique experience with the world of tea in Brazilian culture.

Give some indication of how successful the outcome was in the market
The graphic language, together with the blends of teas, resulted in a striking sensory experience that was capable of transporting the consumer to a special environment, showing why this is the second most consumed drink worldwide.
Besides its primary function, the packaging also acts as a unique, elegant option to present as a gift, attracting an up-to-date and trend-setting public. The success of the brand was beyond expectations and sales revenue was three times better than any predictions.